An H&R Block employee told his Twitter followers to call the company's customer-service desk and ask for him by his social-media name, "Kid Fury." "What Kid Fury didn't realize was the impact of his tweets. People searching online for H&R Block help came across his 'just for fun' tweets in their search results," says Zena Weist, the company's social-media chief. To avoid running into similar problems, Weist recommends carefully monitoring mentions of your brand on social platforms, and shutting down rogue operatives as quickly as possible.

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